Ad of the Day | VML Relaunches Eye Care Retailer's Identity with the Powerful Message "Every Eye Deserves Better"

Aug. 20, 2025

America’s Best, a retail brand of National Vision Holdings, Inc. (NASDAQ: EYE), is excited to announce today a monumental visual brand transformation that promises to continue redefining accessible eye care across the nation. In collaboration with creative powerhouse VML, America’s Best has embraced a bold renewal – unveiling a new logo, a new brand platform and a complete brand identity overhaul that will captivate consumers across all media touchpoints.

The new rallying cry, “Every Eye Deserves Better,” is a declaration of what America’s Best stands for: providing access to affordable comprehensive, high-quality eye care and stylish frames – without sacrificing expertise or value.

Joe VanDette, Chief Brand and Marketing Officer at National Vision said:

“This isn't merely an ad campaign; it’s a complete reintroduction of the brand, a statement of our unwavering commitment to the health and well-being of every American’s eyes. We believe all Americans, regardless of their budget, deserve better care when it comes to their sight – a thorough exam with a caring doctor and a fantastic selection of eyewear. We’re proving exceptional service and value can coexist without compromise.”

 

The visual identity of America’s Best has been completely reinvented. Gone is the familiar flag logo, replaced by a sophisticated yet approachable "AB" acronym brand mark and a vibrant new visual design system. This bold evolution cleverly weaves in nods to America’s Best’s heritage, with a fashionable reinterpretation of American stripes and colors, and even a playful homage to its signature owl mascot. 

Building upon the visual identity, the launch film takes viewers on a colorful journey through the lives – and eyes – of Americans. Complementing this, the brand’s social media channels and website will feature photography and video that captures the human, joyful and authentic everyday moments where clear vision truly shines. This energetic look and feel is designed to appeal to both existing and new customers and patients.

Tom Murphy, Chief Creative Officer at VML US said:

“Through our work for America’s Best, we wanted to make people think for a moment, on a very human level, about all the ways their eyes deliver for them. Every Eye Deserves Better’ powerfully puts the ‘care’ in ‘eye care’ that America’s Best believes everyone should receive.”

 

Media for this transformative launch is being handled by Spark and Rise airing across major cable and streaming platforms including Disney, Tubi, YouTube and Google.